Self-branding - Text of the previous video.


Part 1: Recognizing your own competencies

How to define your own skills and competencies?

  • Recognizing your own strengths and competencies is essential in career planning. Competencies form a complex entity consisting of your knowledge, skills and personality traits.
  • In career planning it is also important to think about your own values, dreams and interests. These will help you find a meaningful direction for your career.
  • Your personality has an important role in job hunting and career planning. Questions related to your personality are often asked in job interviews.

Your potential employer will certainly be interested in your personality, and they will ask you to describe yourself, your strengths and your qualities.

Three categories of competencies:

Competencies can be classified in many ways. Finnish Business School Graduates’ Association has made a classification of competencies as follows:

  1. Professional competences will develop through education and experience. Vocational competence is related to a profession or job. For example studies, projects, work experience, positions of trust and hobbies build up your professional competence.
  2. General working life skills are skills that are needed for a profession or job. General working life skills vary over time, not so much by function or by industry. According to recent research, the most important working skills at the moment are the desire and ability to learn new things, problem solving, creativity and emotional skills. While new technologies need to be used in the digital world, good communication, language, organizational, project management, innovation and networking skills are also required.
  3. Self management skills can be inherent for you, but they can be learned as well. Time management skills, attitude, adaptability, prioritization skills, planning skills and goal setting are important skills in today's workplace.

You can analyze your competencies yourself or you can ask help from your friends or family. Other people recognize our skills often better and it is easier for them to outline our skills and competencies aptly.

Part 2. Building your personal brand in social media

  • A brand is a promise that we usually associate with a product or service. By creating a brand for a product or service, companies want us to associate it with specific things and images. A brand has a distinctive identity in the market and in the minds of consumers. A strong brand has an impact on a purchase decision.

What is self-branding? Do we need self-branding?

  • In all its simplicity, your personal brand is the image that another person gets of you. This image - your personal brand - is influenced by how you behave, talk or dress. Your personal brand is an image and impression you give of yourself. Each of us has a personal brand - that is the other people’s perception of us and our expertise. It is created through interaction with others, and you may not have consciously influenced this image.
  • With a personal brand, a job seeker can stand out in the recruitment process.  You have skills, competencies and expertise, which affect the way others see you.
  • At its best, your personal brand appears and grows naturally, when you do your job well, and interact with your environment. By sharing your knowledge, insights, experiences, and thoughts in your networks and in different media, you can influence your self-branding. A self-brand or personal brand is a kind of professional ‘product data sheet’ of you.

How to build your personal brand in social media?

  • A good way to start is to take notes of things that interest you, and for which you would like to create content. You can get networked, and showcase your personal brand in social media by inviting friends and partners, by joining groups and by posting and sharing news. Using social media actively means networking with colleagues, clients, partners and other stakeholders.
  • Job seekers tend to build a positive image of themselves in order to gain advantage in the job market. You can make it work for you by showcasing your own skills and competencies, and presenting the results of your work. Your expertise and brand will grow by sharing your know-how. Active network building in social media can lead to job offers.  
  • However, not all postings need to be professional. By doing a variety of different things, you are also sharing a deeper insight of your personality. By self-branding you are - as a job seeker - marketing your skills, competences and personality.
  • It is important to be clear, consistent and genuine when building your personal brand. Self- branding in social media is goal oriented and conscious work. Although most of us are communicating in social media, only few of us can use it in self-branding.
  • In her self-branding webinar Henna Niiranen encourages everyone to build their own digital self-image as we want it to be. Henna’s webinar is available in Finnish only, but we will share her main ideas here.

Henna’s advice for building your digital personal brand are:

  1. Your digital self already exists, take responsibility for it.
  2. You should be found in the things you want to be known for.
  3. Discover new opportunities. On the internet you have opportunities to meet new people, and to find new topics of interest and businesses.
  4. Make an impact. Building your digital personal brand is useful and goal-oriented work.
  5. Become inspired. You will notice the positive influence when you get inspired on something.

Finnish speakers can learn more about building a personal brand by watching Henna Niiranen’s self- branding webinar. Unfortunately Henna’s webinar is available in Finnish only. (

Self-branding in job hunting:

  • According to The Finnish Innovation Fund Sitra’s labor market survey only one in five would be willing to reveal in social media that they are searching for a job (
  • However, according to the LinkedIn specialist Tom Laine, about 80 % of Finnish companies use social media in recruiting people (Helsingin uutiset 2017; )
  • Today’s recruiter uses social media actively to ease the recruiting process. Employers get a certain impression of job seekers through blog posts and postings in social media. Discussions and postings in social media can expand the job seeker’s network, and they may also serve as a reference for the next job. Importance of blogs has increased. However, you can also share your expertise in status postings, photos, videos, infographs, podcasts and snapchats.

Three most important social media channels in job hunting are LinkedIn, Facebook and Twitter.

LinkedIn is one of the most important tools in building your professional brand. LinkedIn is currently the only social media channel mainly used for seeking a job. A LinkedIn profile makes it easy to highlight your professional skills and education. A carefully constructed LinkedIn profile reflects the jobseeker's desire to be employed.

Twitter is a mix of entertainment and serious topics. Job seekers can bring out their own personality and skills by actively participating in discussions in their field. Twitter has job vacancies advertised with hastags #duunit, #rekry, # jobs. With Twitter and LinkedIn, you can enhance your own personal brand and make yourself a desirable personality.

Facebook For many people, Facebook is just a job posting channel. However, with your own activity, you can influence how much you gain. Joining recruitment groups will give you a whole community to support your job search. For Finnish speaking people the Somerekry group in Facebook has over 12,000 members supporting your job search. Ask for advice, get networked and find jobs.

Last modified: Thursday, 10 September 2020, 3:28 PM